I was recently visiting a friend who is also in the PR business. Her assistant interrupted our conversation by using the speaker on the office phone to announce "Judy, it's THAT client for you." My friend, Judy, looked at me with a sense of defeat, shrugged, and regrettably answered the called.
I watched in horror as Judy wrote frantically on a note pad, rolled her eyes, and pretended to point a gun (using her finger) at her head. She really didn't say too much during the phone call, occasionally replying with an "uh huh" or "ok".
Judy hung up the phone and said, "great, more demands that I will not be able to meet." What! I couldn't believe it. Then why state "ok" or "uh huh" to the client? I thought I knew Judy better than this. No wonder her client wasn't happy. No wonder Judy regretted these phone calls. Judy was setting the client up to fail by agreeing to the impossible!
My point today is not to set up yourself, or your clients, for failure by over promising and under delivering. Further, if a client has outlandish expectations- tell him or her. The worst thing you can do is say you will make it happen or imply that there is even a possibility that the impossible may be possible.
35% of our failure as publicist is over-selling what can't be achieved. Every single client wants to be on Oprah. Don't believe me, ask them! It is our job to explain that Oprah, while amazing, isn't within the realm of reality- especially if the client is just starting out and needs to grow their accolades and pay their dues when it comes to stringer media. Don't get me wrong, lightening does strike- but not very often.
Be upfront with your clients and you will not have to take calls in true Judy fashion!
Until tomorrow,
Coco the CEO
No comments:
Post a Comment